Walter Cronkite Backs Away From Sponsored Video Deal

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http://query.nytimes.com/gst/abstract.html?res=F30F14FC3C5B0C7A8CDDAC0894DB404482

Business/Financial Desk | May 9, 2003, Friday
Walter Cronkite Backs Away From Sponsored Video Deal

By MELODY PETERSON (NYT) 468 words
Late Edition - Final , Section C , Page 4 , Column 5

ABSTRACT - Former CBS News anchor Walter Cronkite sends letter ending his agreement with production company WJMK to serve as host for series of corporate-sponsored videos, resembling news reports, that are broadcast on public television stations; WJMK recently hired Cronkite and Aaron Brown of CNN to replace Morley Safer as hosts of series called American Medical Review; Safer also sends letter to WJMK, demanding that it stop using videotape of him appearing on news-style set as host of series; tape was made several years ago, but has been used in hundreds of videos since; drug makers and other health care companies pay WJMK about $15,000 to have their products featured in American Medical Review videos (M) Walter Cronkite, the former CBS News anchor, sent a letter yesterday ending his agreement with a Florida production company to serve as host for a series of corporate-sponsored videos, resembling news reports, that are broadcast on public television stations.

The production company, WJMK, had recently hired Mr. Cronkite and Aaron Brown of CNN to replace Morley Safer of ''60 Minutes'' as hosts of a series called American Medical Review. Mr. Brown backed out of his agreement with WJMK on Wednesday.



 

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